Flipping off the funnel
9.29.2011 by Kevin Creighton
I am not a Seth Godin devotee, for the most part. Maybe it's 'cause his ideas have become so commonplace in online marketing that I take him for granted or maybe it's 'cause the direct marketer in me says "Well, that's nice, but show me the numbers!", but I did enjoying "Flipping the Funnel", his eBook on creating brand advocates within your customer base.
However, in order to flip the funnel, one must HAVE a customer funnel in the first place.
In our recent study, we uncovered some pretty shocking statistics that indicate marketers resist the adoption of new, critical best practices in funnel optimization, inhibiting their success to win over the modern B2B buyer. For example:
- 68 % of study participants have not identified their Sales and Marketing funnel
- 61 % send all leads directly to Sales; however, only 27 % of those leads will be qualified
- 79 % have not established lead scoring
- 65 % have not established lead nurturing
If you have a sales funnel, congratulations, you're WAY ahead of the curve.
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